Online questionnaires can be a pain to fill out at the best of times. We’ve all had the frustrating experience of choosing from a list of multiple-choice radio buttons with none of the options fit. When it comes to travel, we’re often asked whether our travel is for business or leisure, but British Airways has come up with a few more specific — and honest — responses, from love affairs to cheap beer.
It’s not even halving things. Instead of turning out a handful or so of print ads and billboards, the campaign is probably a record-breaker for the sheer number of pieces—an incredible 500 lines of copy in print, digital, and outdoor advertising (for more inspiration, check out our pick. Best print ad ever.
British Airways’ new advertising campaign, a British original (opens in new tab) unusual creative studio (opens in new tab) and media agency MG. The concept is impressively simple. Each billboard, print ad and video ‘What is the purpose of your visit?’ Provides a take on The question that often accompanies foreign travel is added to the general choices of ‘business’ and ‘leisure’, with a more honest third option.
Sometimes humorous, sometimes more sentimental, the campaign features 500 print, digital and external executions (the agency believes this is a record and we’re inclined to believe them). Alternative answers include options such as ‘burnout’, ‘prank’ and ‘stag do, pray for me’. Some pieces are specially designed to suit their location – for example an ad on the London Underground has the option ‘warm gusts of wind that don’t come from tube trains’.
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Uncommon says the campaign will continue to evolve, with new copies responding to local weather and what’s happening in the news. Co-founder Lucy Jameson said: “We wanted to celebrate British originality at a time when we didn’t need to rediscover it. ‘A British Original’ champions people, not planes. We’ve seen both customers and the people of British Airways. Let’s start by highlighting all the root causes of flying, but this is just the beginning.”
The campaign is incredibly simple, but it’s humorous, sometimes moving, and its scale makes it very engaging. The amount of pieces should also help prevent people from getting bored with it. For more successful advertising, check out our pick of some of the best billboard ads. And if you’re getting into the festive spirit, don’t miss our pick of the best Christmas commercials of all time.